STRATEGI PENGEMASAN KONTEN BEHIND THE SCENES FILM LA TAHZAN DI TRAVEL STORY PICTURES DALAM MENINGKATKAN MINAT PENONTON

Abstract

This study aims to determine the content packaging strategy of the behind-the-scenes content of the film La Tahzan implemented by Travel Story Pictures in increasing audience interest. The study uses a qualitative descriptive approach. Data were collected through in-depth interviews, observation, and documentation. The informants consisted of Ganang Dera as Director and Producer, Hesty Purwaningsih as Producer of La Tahzan, Sugiarto as Sound Mixer, and Firmansyah as an audience member who had viewed the behind-the-scenes content through social media. Data were analyzed through data reduction, data presentation, and conclusion drawing, with source triangulation used to strengthen data credibility. The findings show that the packaging strategy was carried out through planning, production, editing, and publication. The content presents production activities, director direction, cast preparation, crew activities, interactions among production personnel, and selected informative, emotional, and relevant moments. Publication through Instagram, TikTok, and YouTube expands audience reach. Analysis using the AIDDA theory indicates that the content attracts attention through production visuals, develops interest by providing additional information about the creative process, creates desire through curiosity, supports decision-making by presenting information about production quality, and encourages action in the form of seeking further information and considering watching the film. The study concludes that behind-the-scenes content packaging functions as a digital promotional communication strategy that supports audience interest in La Tahzan.